AUBADE COMFORTS BRIDES AND GROOMS
Launched on April 11th on Instagram, Aubade proposes to offer to couples who had to cancel their wedding because of confinement, a set of lingerie for Madam and a boxer from the AubadeMen collection for Sir. A total of two hundred couples will receive this “wedding trousseau”. To participate, the bride and groom had to share a picture of their couple with the hashtag #ouiwithaubade and tag the account @aubadeparis. This ode to love is a way to stay in touch with their customers. With this gesture, the French lingerie house wishes to comfort the bride and groom, a bit forgotten during this unprecedented period.
Source: Fashion Network, 04/14/20
PRONOVIAS : THE HEROES COLLECTION
Another brand operating in the wedding industry, Pronovias organizes “The Heroes collection”. This project aims to offer future bridal nurses a dress from the selection of the group’s artistic director, Alessandra Rinaudo. A real honor for the brand, the directors believe that “this is the least they can do”.
Through this action, the Spanish company wishes to thank these “soldiers who have fought hard in their battle to heal the sick” and reward their extraordinary altruism and commitment. Initially launched in China at the beginning of the year, the program has been extended to other markets facing the epidemic.
To receive the dress of their dreams, these heroines will have to make an appointment on the Pronovias website. Fittings will take place in one of the brand’s fifteen shops in Spain, Italy, France, the United Kingdom, the United States or Mexico. Once the crisis is over, they will then be able to enjoy a unique dress to celebrate their union, proof that love always wins.
CL LINGERIE SWITCHES FROM UNDERWEAR TO MASKS
The CL Group (Chantelle Lingerie), a family lingerie company founded in 1876, began producing masks to meet the urgent need to protect the population. The group gathers eight entities: Chantelle, Passionata, Chantal Thomass, CL Studio, Femilet and Livera, and Darjeeling. Several of them being grouped in a single multi-brand concept.
Since March 20, the company has joined the CST, the strategic committee of the Fashion and Luxury sector, appointed by the French Ministry of Economy to coordinate the sector to supply the companies essential to the country’s economy.
The factories are therefore mobilized to produce masks made from Oeko Tex certified materials in categories 1 and 2. Every week, more than five hundred thousand are manufactured. First category is for professionals in regular contact with the public. Second is made for a collective use. The group also manufactures medical gowns in its factory of Epernay in the Marne.
Companies wishing to place an order can go directly to the CL website. The town of Cachan, where the group has been present for more than thirty years, has ordered several thousand to be distributed at the end of lockdown.
FASHION AND BEAUTY BRANDS TRANSFORMED INTO LIFE COACH
First of all, Aime Paris, which defines itself as a new way of thinking beauty. The brand offers food supplements or infusions for a beauty routine starting from the inside. They developed their way of thinking into a beauty salon: the Glow Studio. It offers a facial gym session or LED photomodulation treatments to improve the quality of the skin. On their Instagram? A super-busy live program, guests talking about their daily activities and rituals, playlists, series, applications… All of this is offered in a harmonious, warm and inspiring feed.
Then let’s take the example of La Semaine Paris. This fashion brand offers beautiful limited-edition pieces made by women for women. Even more, La Semaine is a responsible, careful and feminist way of life. On their Instagram? Cooking recipes, make-up, hairdressing lessons but also self-massage facial tutorial to sculpt your face taught by La Femme Institut.
These DNVB (digital native vertical brands) are at the origin of a small revolution in the universe of brands. Born on the internet, they offer a new form of consumption: transparent, qualitative and educational.